This paper explores challenger strategy from a demand-side perspective. Departing from the traditional supply-side perspective, we highlight the significance of buyer switching inertia as an isolating mechanism affecting competitive heterogeneity and asymmetry across rivals and discuss its...

Eco-certifications of services, which are voluntary environmental programs certifying sustainable features related to customer experience, are an area of emerging interest to operations management. Yet there is little consensus on how eco-certifications may influence customer experience and...